sarah-jane campbell - google - responding to evolving energy consumer behaviour in the age of...
TRANSCRIPT
Sarah-Jane CampbellSenior Industry Manager for EnergyGoogle
RESPONDING TO EVOLVING ENERGY CONSUMER BEHAVIOUR
Disruption & the Energy Industry Conference Aug 31 2016
In the age of DIGITAL transformation
MOBILE IS OUR EVERYTHING 1
MICRO MOMENTS
Source: Consumers in the Micro-Moment, Google/Galaxy, AU, June 2015 (n=1,002 smartphone users)
95of users will turn to their smartphone for immediate
information, ideas or advice
57of smartphone users turn to their phones because of a
conversation they are having
PERCENT PERCENT
I-WANT-TO-KNOW MOMENTS
HOW MICRO MOMENTS ARE RELEVANT TO THE ENERGY INDUSTRY
Thats-a-Huge-Bill
Moving-Home
I-Should-Be-Treated-Better
I-Want-To-Know-More
What-Are-My-Options
I-Need-A-Second-Opinion
How-Much-Will-I-Save
Is-It-Right-For-Me
Of searches in the energy retail industrywere on Mobile devices in 201638PERCENT
Mobile is perfect for ‘life admin’ research, great for preliminary steps to organise initial thoughts...
Emily, 25, WA metro
Portability, always on
hand – anywhere
Easy to access and review
info – light touch
At home, on the go,
multitasking – takes focus
away from how ‘mundane/
boring’ the task can beMaking the most of time – maximisation!
July 2016
“
MOBILE IS OUR EVERYTHING 1● Consumers are thinking mobile first, are
you?
● Mobile implies a greater sense of urgency, how frictionless is your response?
● Energy Consumers expectations are high, they want a seamless experience. Are you set up to deliver this?
CONSUMERS ARE HYPER INFORMED 2
of 3-4 year olds in Australia use a tablet 28PERCENT
TECHNOLOGICAL ADVANCEMENTS NEVER CEASE TO SURPRISE US
Confidential + Proprietary
DESKTOP MOBILE TABLET TV WEARABLE IN-CAR
WE HAVE ENTERED A WORLD OF SIX SCREENS AND COUNTING...
WORLD CUP 1994 THEN AND TODAY
19942016
2016
2016
Confidential & Proprietary
JOANNE’S ENERGY JOURNEY
Isn't it funny, you don't give much thought about electricity/energy providers but they are there for all those important moments aren't they? “
July 2016
WHEN ARE POWER AND ENERGY SOURCES IMPORTANT TO YOU?
Google Consumer Survey, Australia, August 2016
| 3 3.5BILLION | 16PERCENT
1 second mSite page speed improvement
SITE SPEED
=
2PERCENT
27%
=
faster
2PERCENTmore searches
100ms =
faster
1PERCENTmore revenue
conversions
● To your future consumers, being connected is the norm
● Advancements in technology are happening faster than ever before, 100% of us have a super computer in our pockets
● Time is money: Invest in speed on your mobile websites
CONSUMERS ARE HYPER INFORMED 2
TEST AND LEARN CULTURE USING DATA 3
(Source for mobile specific: Google Internal data, custom query baskets for energy related topics, Google.com.au search, Oz 2016)
Monthly searches for energy related topics2MILLION +
+124%Solar battery storage system cost
TOP TRENDING ENERGY TOPICS
+279%+222%
+179%
+111%+76%
+56%
Battery storage solar
Tesla powerwall
Solar battery storage price Tesla
solarbatterystorage
Offgridsolarsystemprice
Offgridsolarsystempackages
Source: Google Internal Data, Google.com.au Search Oz. Top growth energy queries, 2016 vs. 2015.
Source: Google Internal Data, Jan 2015 - Aug 2016, AU
How do solar panels work?
How many solar panels do I need?
how much is a tesla car?
what is nuclear fusion?
what are the positives of wind energy?
What do solar panels do?
how much does solar power cost
What is a tesla powerwall?
What is solar energy?
TOP QUESTIONS PEOPLE ARE ASKING ABOUT ENERGY
GOOGLE AND GOOGLEGEIST
DEEP MIND
STOCKHOLM SOUND
Whenever a flight is canceled, Red Roof Inn is
there to serve a traveler’s moment of need.
LOOKS-LIKE-I’M-STAYING-THE-NIGHT-MOMENTS
Winning an upper funnel moment within the
research phase of the purchase journey.
ONE-STEP-AT-A-TIMEMOMENTS
Extra Space Storage fuels mobile site
performance by speaking to the personas of
their different customer segments.
TIME-TO-GET-ORGANIZED MOMENTS
● Evolve beyond legacy metrics that don’t
reflect the new customer journey in a
mobile-first world
● Data in silos kills innovation
● Adopt a test and learn journey
TEST AND LEARN CULTURE USING DATA 3